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WWDC 2008: Moscone West Spy Shots!

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Daniel Eran Dilger
We sent spies to Moscone West to capture the secret banners being erected for WWDC. Here’s what they brought back after being chased down the block by security. Yes we’re exaggerating slightly, but only for dramatic effect.

If you miss the gigantic Apple logos being painted on either side of the building:

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then the banners with the Apple TV-style light blue to purple gradients will let you know what’s happening inside:

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Moscone West is aglow with preparations for the big Apple developer convention:

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Inside, the back wall behind registration features the familiar universe of random Apple related icons. This year, there’s a mingling of iPhone icons, but none having anything do to with Apple TV (click to enlarge):

back wall

Close up on the left reveals nothing unusual (click to enlarge):


and on the right, a new icon for Accelerometer, Cocoa Touch, and a blue version of the grey “High Technology” icon used on the iPhone website (click to enlarge):

right side

Does it mean something else on the poster?


The new accelerometer icon above is also featured on a hard to capture poster on the third floor (below). It appeared to say something like: “Add a new direction… to your apps.” (click to enlarge)


Also difficult to capture was the banner “iPhone SDK: Lets see what develops,” with an open box releasing apps that already come on the phone, along with Interface Builder, a tool that will neither develop nor end up on the iPhone (click to enlarge). Alas, no other clues there.

let's see what develops

Easier to snag were the ground floor posters, which apply “OS X” to both the desktop Leopard and the iPhone. Last year, there was speculation that Apple was calling the desktop OS “Mac OS X” and the iPhone version “OS X,” and since then Apple has been calling the phone version “iPhone OS.” I said calling it different things was a mistake. Now it’s clearly “OS X Leopard: the world’s most advanced operating system,” and “OS X iPhone: the world’s most advanced mobile platform” (click to enlarge).

OS X Leopard

The iPhone poster also portrays The Future calling (click to enlarge). Interestingly, there’s no mention of the iPod touch. Apparently it also runs “OS X iPhone.”

OS X iPhone

Squinting and zooming in, you can also see two more posters on the second and third floors. The first is “Xcode 3.0: Debug and conquer.”

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On the top floor, an iPhone “Apps Store: Now accepting applications”

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And “Interface Builder 3.0: Drag and jaw-drop”

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We’re still recovering from our taser wounds (just kidding, we sent spies, remember?), but have seen enough to miss the rest of the event. Actually, we just can’t afford to go this year, and there’s no room left anyway. I will be in town of course, so if you want to meet up and say hi over a drink be sure to drop me an email. It’s my birthday on June 10th, so you can even buy me a beer! But only if you are among the first few, as I’m pretty much a lightweight.

More pictures at:
AppleInsider | Apple’s OS X iPhone, Leopard banners show OS split pre-WWDC
MacNN | WWDC 08: Early photos from Moscone West

WWDC 2008: Predictions & What to Expect: Mac OS X 10.6
WWDC 2008: Future UI Designs in Mac OS X 10.6

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1 treestman { 06.06.08 at 2:22 am }

No comment on the fingerprint icon in the same picture with the new accelerometer?

2 treestman { 06.06.08 at 2:25 am }

Unless of course that’s Cocoa Touch.

3 WWDC 2008: Predictions & What to Expect: Mac OS X 10.6 — RoughlyDrafted Magazine { 06.06.08 at 5:09 am }

[...] ← WWDC 2008: Moscone West Spy Shots! [...]

4 imat { 06.06.08 at 8:26 am }

Nice pics, the best I found so far. Good spies you have.

Question: does somebody know what kind of icon is the following?
- left of the MBAir. The icon on the right of the iSync icon.

5 dallasmay { 06.06.08 at 8:50 am }

I’m surprised no one has said this before. There is nothing on any of these posters that we don’t know about. Crap, This is going to be a repeat of last March’s Road Map. Well, here’s for getting your hopes up.

6 Player_16 { 06.06.08 at 2:24 pm }

Now apparently Steve is usually on hand opening new major stores; in this case the one in Sydney, Australia. That may be Monday. Now here’s the big thing: down here it’s a holiday Monday but exceptions might be made. Then he’ll jet back and arrive Sunday Mid-Morning in time for WWDC. I’m quite sure he will be a bit jet-lagged!

7 David Dennis { 06.06.08 at 4:02 pm }

Player, that’s the advantage of owning your own jet. I’m sure it has high-quality sleeping accomodations in it and he’ll be quite comfortable.

Dallas, I don’t remember any similar spying expeditions being any more fruitful in previous years, so I would hold your horses and wait for the event.

Daniel, I’ll bet there are a few RoughlyDrafted members who would have chipped in on your WWDC admission if we’d known you couldn’t afford to go :-(.


8 Incremental Blogger » Blog Archive » Is that an iTablet hiding in full view at WWDC? { 06.06.08 at 4:32 pm }

[...] something than in full view. So it was with great curiosity that I’ve been digging through some photos taken at Moscone–home of next week’s WWDC [...]

9 Banners up at Moscone for WWDC | MacSpark { 06.06.08 at 6:01 pm }

[...] x2: RoughlyDrafted Magazine now has a closer look at the [...]

10 John Muir { 06.06.08 at 6:15 pm }

Steve will make sure you have one more thing for your birthday.

Or one more for the wishlist at any rate…

11 @ WWDC: Check In Monday For Live Coverage At Apple's Worldwide Developer's Conference - Pocket.Info - Mobile 2.0 { 06.06.08 at 6:57 pm }

[...] if you really can't wait much longer, RoughlyDrafted magazine did a good job of spying on Apple as it sets up the conference center, and has plenty of photos to [...]

12 CrunchGear » Archive » More Moscone spy shots { 06.07.08 at 9:51 am }

[...] spy shots might be fake (we doubt it) but these Moscone shots surely aren’t. RoughlyDrafted has a bunch of pictures from the San Fran convention center including plenty of action shots of App [...]

13 alphaeus - think, design, create » Archive » » Hell freezes over … again! { 06.07.08 at 5:57 pm }

[...] WWDC is still casting a pre-smell in the form of rumors. Friday morning, the first spy shots of Moscone Center West were published. Now The AppleBlog is raising the question if the obvious lack of “Mac” [...]

14 iPhone folie - Transnets - Blog LeMonde.fr { 06.09.08 at 4:35 am }

[...] de nuit ) du Moscone Center où aura lieu la réunion et à interpréter les bannières internes. Une sélection assez large se trouve sur RoughlyDrafted [...]

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